If you think of the arena of live broadcasting as a sea, the platform, guild, and anchor are all crew members on the same ship, the platform controls the steering wheel, and the guild and anchor are the sailors who ensure the stable progress of the ship.
On this ship sailing forward, there are Xiao Ah Qi, Wu Dailin, and Dai Yutong in front of the stage, and behind these Internet celebrities who have gradually grown up from the anchor, there are guilds and yy incubation teams.
On the evening of November 8, under the leadership of yy live broadcast, Wu Dailin announced that he had officially joined Entertainment plus Entertainment. CEO Wang Chunlei also rarely "appeared" in the live broadcast room to "escort" Wu Dailin.
On the Hatching Star-Making Route, Yy and the Guild have been the closest partners.
Yu Jia signed Wu Dailin
"For a few years, I haven't communicated with you on yy, and today I took the opportunity of Wu Dailin's debut, I came to rub a hot spot and do some exchanges and sharing with you."
On the evening of November 8, Entertainment Plus Entertainment CEO Wang Chunlei "appeared" in the yy live broadcast room through Lianmai. On this day, wu dailin, a fan celebrity of tens of millions, officially announced the signing of a contract with Entertainment Canada.
Wearing a familiar knitted hat and round-rimmed glasses, anchor Wu Dailin took the lead in the live broadcast room. After a simple greeting, Wu Dailin officially announced to the fans the news of his joining the entertainment.
Subsequently, many yy head anchors such as Picasso, Wen Er, Jiu Qing, Wooden Comb, Xiao Ah Qi, and Rice Sisi appeared in his live broadcast room one after another.
In the live broadcast room of the debut, Wang Chunlei affectionately called Wu Dailin Dailin. The high degree of attention paid by Yujia to Wu Dailin caused the head anchor Picasso to "denounce" one after another, saying that his birthday party boss had not come for many years, "When will I have to come to my live broadcast room to show my face." ”
Wang Chunlei said frankly, "Perhaps 2 years ago, Internet celebrities and celebrities were still two distinct industries, but today in the era of short videos and medium-video, Internet celebrities and celebrities have become more and more homogeneous." ”
Taking Wu Dailin as an example, from a live broadcast newcomer a year ago to the total number of fans on the whole network today exceeding 15 million, Wu Dailin has accelerated the progress with short videos.
In April 2019, Wu Dailin went live on the yy platform under the introduction of a friend. After insisting on it for more than a year, with excellent singing strength and image, Wu Dailin attracted the attention of YY officials.
With a simple background, a yellow hat, and a simple sweatshirt, Wu Dailin released his first Douyin video after contacting the incubation team of the platform. In the subsequent interpretation of the song, with a cover song "betty boop", it received 2.494 million likes.
Subsequently, the short video data rose all the way, and many fans found Wu Dailin's yy live broadcast room from Douyin, just to interact with the more real him. According to the official data of yy live broadcast, the peak of Wu Dailin's yy live broadcast room can reach a maximum of 800,000, and the flow of water has increased by 10 times.
"DaiLin has the foundation of trainees, the quality of all aspects is extremely excellent, in half a year in two short video platforms to win a large number of fans," Wang Chunlei said, "we will work with yy to promote Dailin to become the emperor of this era." ”
It is reported that the signing of this contract is also led by YY and Wu Dailin, and actively promote the cooperation between the two. Behind this is also the result of the "joint operation" of yy and the guild.
Yy takes the lead and empowers the guild
"To this day, we can say that the joint star-making plan of Yujia and Yy is successful, and it is precisely because of the success of the previous cooperation that we are very honored to be able to gain the trust of Dailin and choose Yujia to accompany him to walk the road for the next 5 years." Wang Chunlei said.
Obviously, Yujia and YY have already achieved many successes in joint operation anchors. But behind this road, it is inseparable from the joint exploration of the two parties.
"Content mcn is a brand new track, which has extremely high requirements for the basic quality of artists, personnel design, management team, content team, and delivery team." In the live broadcast room, Wang Chunlei explained the problems faced by many guilds.
In the pan-entertainment live broadcast market, no one can deny the impact of short videos. With the live broadcast time occupied by the cutting of short video content, we can see that the live broadcast reshuffle is still intensifying, the resources of the live broadcast industry are getting closer and closer to a few platforms, and the living space of anchors is further reduced.
The general feeling of many guild operators is that a single cooperation model has become more and more difficult to attract anchors, it is difficult for newcomers to emerge, the cost of rising fans has increased, and how to compete for stock resources to open up new traffic markets is not only a problem faced by traditional guilds, but also a dilemma that needs to be broken through by the show live broadcast platform.
Wang Chunlei said: "The advantage of traditional guilds is that there are a large number of anchors with excellent basic quality, and the disadvantage is that the knowledge of content production and delivery on short video platforms is not comprehensive. ”
The problem is in front of us, but how to solve it?
"Fortunately, during the same period, YY took the lead in deciding to invest heavily in the vigorous development of star-making projects." Wang Chunlei said.
In 2019, yy Live officially established the Internet Celebrity Incubation Department, dividing it into 5 groups of anchor mining, short video production, traffic operation, live broadcasting, and business brokerage, and began to systematically try to incubate Internet celebrities.
Corresponding to the order of magnitude of anchor fans and other factors, refer to the "pyramid anchor matrix" to classify the anchor in an echelon type, the higher the level, the more resources the anchor obtains.
At the same time, the guild is encouraged to send high-quality anchor resources to the platform, and Yujia is one of the first guilds to join the star-making plan of the yy platform.
As a platform party, yy has its own technical advantages, rich resources and strong financial support, and can match more and better cooperation opportunities for anchors through the integration of high-quality resources. As a veteran guild on the yy platform, years of tacit cooperation have also allowed Yujia to quickly adapt to adjustments.
Xiao Ah Qi, a song "That Girl Said to Me" sang and cried many people, and the cover video had been on the top 3 of the hottest video of the day on Douyin for 2 consecutive days, allowing her to gain 3 million fans in one month.
With the blessing of the short video, her original singing work "Restaurant" has reached 220 million views. I also went from an obscure small anchor to the top 3 of the yy annual festival, and the live broadcast revenue soared 200 times.
According to official data, at present, the incubation scale of yy foreign station development anchors is about 50 people, only more than half a year, yy live broadcast more than one network to create more than 120 million internet celebrity anchors fans, including Xiao Aqi, Dai Yutong, Wu Dailin, Rice Sisi, Rui Tiantian and other head celebrities.
yy push "Internet celebrity co-construction plan"
While many platforms are committed to keeping anchors and guilds on the platform, yy has chosen the opposite path, not only encouraging anchors to "go out", but even willing to spend time and energy to help anchors become popular with short videos.
Recently, an insider close to YY told Xiaohong that YY has officially launched an Internet celebrity co-construction plan for the guild to help those traditional guilds that do not have the ability to create short videos, and jointly create high-quality celebrities who integrate live broadcasting and short videos.
Among them, the celebrities incubated by yy are all gold anchors of the platform, and in the selection of cooperative guilds, they will also comprehensively consider the strength of the guild itself, the experience of cultivating artists and its brokerage resources.
In addition, in the red person incubation link, yy live will provide the anchor with ability training in camera, vocal music, dance, etc., and equip the anchor with the corresponding short video team to solve the problem of live broadcast traffic in the station.
According to people familiar with the matter, only the construction and promotion investment of the anchors of yy live broadcasting to publish short videos on Douyin has reached 1.2 million per capita annual expenditure.
The tasks responsible for the guild are more detailed, including assisting the celebrities in short video shooting, handling the daily affairs of the anchor, such as the operation of the fan base, the cooperation of live streaming, the distribution operation of major platforms, etc., and the commercial cooperation such as the announcement performance fee and music remuneration of the celebrities will also be delivered to the guild side.
"We hope to be able to quickly experiment with the link created by anchors, and give confidence to cooperative guilds and anchors while adapting to the rapid change of Internet celebrities."
Sha Zi, the relevant person in charge of the yy live broadcast internet celebrity center, previously said in an interview with today's internet celebrities that through the platform first and the head guild proofing to explore a replicanic internet celebrity incubation path, the guild's concerns were resolved, thus providing a reference model for the future platform guild incubation anchors.
The platform grasps the general direction, the guild is responsible for fine operation, Shazi said, "based on this model, empower the guild methodology, while empowering the platform gold anchor incubation and growth." ”
Behind this cooperation model is the win-win relationship that yy live has always insisted on building a win-win relationship with its own guild and anchors.
In the ecosystem of yy, the guild is a distinctive and indispensable existence.
In 2011, yy Live created and supported the guild system model, through a series of measures to reduce the difficulty of guild operation, optimize the guild background management experience, and continuously improve the quality of service to the core guild, today has gone through 10 years.
In 2020, in the closed-door meeting initiated for the core guild, yy said that after years of development and exploration, yy gradually clarified its positioning: from guild managers to guild service providers, and continuously improve the service capabilities of the platform, thereby empowering the guild.
YY Live has always been at the forefront of the industry. Taking the incubation of Internet celebrities as an example, yy is also using the co-construction plan and practical actions to mark its own implementation of the "three-dimensional integration" model of anchors, guilds and platforms, constantly exploring new opportunities in new fields, and giving new connotations to the "three-dimensional integration" model in the strain.
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